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WPDH New Morning Show

R

Roger

There is a rumor on the Long Island board...(and if you read it on the internet, it must be true)... Leaving 106 WBLI are mid-day jock Reno, MD/weekends LJ Lovely, and weekender Matt Goldapapper are out the door leaving to become 101.5 WPDH Poughkeepsie's, NY new morning show. WPDH is tri-casted on 106.1 up in Sullivan County (as well as 106.3 in Westchester which can be heard pretty well on the Northen half of Nassau & Western Suffolk counties)

Congrats to all 3! This leaves major openings at BLI...

So what does every one think? 106 WBLI is a top-40 station do you think there maybe a format change also? I think it is time that WPDH changes formats.<P ID="signature">______________
Roger</P>
 
> I think it is
> time that WPDH changes formats.
>

WPDH is number one -- dominating. Call me nuts but I don't think they'll
be changing formats.
 
> > I think it is
> > time that WPDH changes formats.
> >
>
> WPDH is number one -- dominating. Call me nuts but I don't
> think they'll
> be changing formats.
>

You're right. It would be absolutely crazy if Cumulus switched WPDH to another format. I don't know why Roger thinks WPDH should change.<P ID="signature">______________
Check my website www.freewebs.com/radiostuffandnews
</P>
 
Never Happen

WPDH, despite Cumulus ownership and Benfer management, is the well-established classic rocker. The rent is low and salaries are mediocre to poor, but the ad revenue is solid. No, there will not be a format change, especially after dumping the signal into Westchester (and NYC's back door).

WRRV also has solid revenue ... no changes there.

Mix 97 and 94.3 are the throwaways ... that is where the format changes will happen. The Mix/Country job is a simple one ... to pull stray listeners from WHUD and WSPK. The goal is to have WRRV and WPDH in the top 5 ... that keeps the cluster profitable. If the WRRV-WPDH combo can deliver more listeners than WSPK, and you add in the throw-away listernership from Mix and Country, the Benfer sales puppets will keep the bucks coming in the door.
 
Re: Never Happen

> WPDH, despite Cumulus ownership and Benfer management, is
> the well-established classic rocker. The rent is low and
> salaries are mediocre to poor, but the ad revenue is solid.
> No, there will not be a format change, especially after
> dumping the signal into Westchester (and NYC's back door).
>
> WRRV also has solid revenue ... no changes there.
>
> Mix 97 and 94.3 are the throwaways ... that is where the
> format changes will happen. The Mix/Country job is a simple
> one ... to pull stray listeners from WHUD and WSPK. The goal
> is to have WRRV and WPDH in the top 5 ... that keeps the
> cluster profitable. If the WRRV-WPDH combo can deliver more
> listeners than WSPK, and you add in the throw-away
> listernership from Mix and Country, the Benfer sales puppets
> will keep the bucks coming in the door.
>

I don't understand how WSPK has to do with WPDH and WRRV but you bring up good points. Doesn't Mix bring in lots of revenue?<P ID="signature">______________
Check my website www.freewebs.com/radiostuffandnews
</P><P ID="edit"><FONT class="small">Edited by radiolover78 on 08/27/05 10:27 PM.</FONT></P>
 
> > > I think it is
> > > time that WPDH changes formats.
> > >
> >
> > WPDH is number one -- dominating. Call me nuts but I
> don't
> > think they'll
> > be changing formats.
> >
>
> You're right. It would be absolutely crazy if Cumulus
> switched WPDH to another format. I don't know why Roger
> thinks WPDH should change.
>
I know you do not think I am wright in say that but it could very well happen. Think about this why would they hire three people that know top-40 music to work on a Rock N Roll station?<P ID="signature">______________
Roger</P>
 
Ad Revenue

> I don't understand how WSPK has to do with WPDH and WRRV but
> you bring up good points. Doesn't Mix bring in lots of
> revenue?

The wrong way to attack the leading station in a market is a full frontal assault (i.e., WPDH vs. K104). K104 over the last umpteen years has been the dominant Hudson Valley station and will continue to be. The best attack is a "cluster" attack where you demonstrate how revenue spent across a cluster gets better coverage and demographics for every dollar invested. The Cumulus cluster has enough products (sans the Oldies market) to deliver different age groups and economic levels.

Mix 97's revenue is inconsequential compared to what is delivered by the WPDH/WRRV combo. Mix's signal is weak and the Orange/Sullivan County market just isn't buying the product. Although I'm not sharing specific ad rates, you would find that a 30-second spot on Mix is below market prices ... designed to attract dollars away from K104 and WHUD (they can charge higher rates because they have more aggregate listeners). By investing comparable dollars that one would spend on K104 or WHUD into a cluster package of Country, Mix, WRRV and WPDH, the addition of the weak Arbitrons from Mix and Country make the cluster of the Cumulus Fourplay look powerful.

You will find that the same advertisers on WPDH and WRRV are also on Mix and Country (usually given as "freebies" or rotating spots in a package). The only difference in some of these ads is that a different voice does the copy for each station (i.e., Turnover does all the voices on Mix and Tig does spots on WPDH). Using the $1,500 per week average that is probably saved by voice-tracking or satellite on nights, weekends and overnights, that is alot of profit across four stations ($6,000 per week or $300,000+ per year).

Another Cumulus formula: it is better to have a full load of five or six commercials three times an hour at a discount (15 to 18 commercials) than to have ten at full price. That is the old Yellow Page formula: every advertising dollar you get is one less advertising dollar that can be spent elsewhere.
 
> > > > I think it is
> > > > time that WPDH changes formats.
> > > >
> > >
> > > WPDH is number one -- dominating. Call me nuts but I
> > don't
> > > think they'll
> > > be changing formats.
> > >
> >
> > You're right. It would be absolutely crazy if Cumulus
> > switched WPDH to another format. I don't know why Roger
> > thinks WPDH should change.
> >
> I know you do not think I am wright in say that but it could
> very well happen. Think about this why would they hire three
> people that know top-40 music to work on a Rock N Roll
> station?
>

I don't know why they would hire jocks from a Top 40 station, but WPDH is number one and does well in billing. It is a well established station. The chances of a flip are very slim.
<P ID="signature">______________
Check my website www.freewebs.com/radiostuffandnews
</P>
 
WPDH had a much higher chance of a flip 2 years ago when K&M came on. They were running liners such as "The new WPDH is coming". They ended up changing the logo, and adding K&M, along with some 'newer' rock. Now that they have been number one, I don't see them switching formats. However, I give Kicks til Christmas, if even.
 
>
I somehow doubt flipping PDH is in the cards ..... It is doing so well ..

Didn't "Reno" spend some time in the Albany Market years back on WFLY?



There is a rumor on the Long Island board...(and if you read
> it on the internet, it must be true)... Leaving 106 WBLI are
> mid-day jock Reno, MD/weekends LJ Lovely, and weekender Matt
> Goldapapper are out the door leaving to become 101.5 WPDH
> Poughkeepsie's, NY new morning show.
>
 
North East RadioWatch: May 6, 2000

One opening that is for real: morning co-host at Albany's "Fly 92" (WFLY 92.3 Troy), where Whitney left the Reno and Whitney morning show this week.


> I somehow doubt flipping PDH is in the cards ..... It is
> doing so well ..
>
> Didn't "Reno" spend some time in the Albany Market years
> back on WFLY?
>
>
>
> There is a rumor on the Long Island board...(and if you read
>
> > it on the internet, it must be true)... Leaving 106 WBLI
> are
> > mid-day jock Reno, MD/weekends LJ Lovely, and weekender
> Matt
> > Goldapapper are out the door leaving to become 101.5 WPDH
> > Poughkeepsie's, NY new morning show.
> >
>
 
> >
> I know you do not think I am wright in say that but it could
> very well happen. Think about this why would they hire three
> people that know top-40 music to work on a Rock N Roll
> station?

Because anyone who is good in radio is good, regardless of the format. Many jocks work a variety of formats in their career. Top 40 jocks traditionally are upbeat and forward moving in their delivery, so it's not that far a stretch to add them to a morning show on a rock station. Whether it works or not remains to be seen.
 
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